آمار

تعداد نشریات26
تعداد شماره‌ها326
تعداد مقالات2,803
تعداد مشاهده مقاله4,227,624
تعداد دریافت فایل اصل مقاله2,881,155
jourablou, masoud, tojari, farshad, divkan, behzad. (1403). Identifying Factors affecting team brand experience and sponsor brand experience in the Iranian Football League. سامانه مدیریت نشریات علمی, 5(2), 44-56. doi: 10.22098/rsmm.2024.14300.1303
masoud jourablou; farshad tojari; behzad divkan. "Identifying Factors affecting team brand experience and sponsor brand experience in the Iranian Football League". سامانه مدیریت نشریات علمی, 5, 2, 1403, 44-56. doi: 10.22098/rsmm.2024.14300.1303
jourablou, masoud, tojari, farshad, divkan, behzad. (1403). 'Identifying Factors affecting team brand experience and sponsor brand experience in the Iranian Football League', سامانه مدیریت نشریات علمی, 5(2), pp. 44-56. doi: 10.22098/rsmm.2024.14300.1303
jourablou, masoud, tojari, farshad, divkan, behzad. Identifying Factors affecting team brand experience and sponsor brand experience in the Iranian Football League. سامانه مدیریت نشریات علمی, 1403; 5(2): 44-56. doi: 10.22098/rsmm.2024.14300.1303

Identifying Factors affecting team brand experience and sponsor brand experience in the Iranian Football League

Research in Sport Management and Marketing
مقاله 4، دوره 5، شماره 2، تیر 2024، صفحه 44-56    اصل مقاله (360.37 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2024.14300.1303
نویسندگان
masoud jourablou1؛ farshad tojari* 2؛ behzad divkan3
1PhD student in Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3Department of Sports Sciences, Tehran East Branch, Islamic Azad University, Tehran, Iran
چکیده
Purpose: This research aimed to identify the factors affecting the team brand experience and sponsor brand experience in the Iran Football League.

Method: In terms of exploratory-applied purpose, the present research is part of descriptive-survey research in terms of implementation method; In terms of the place of data collection, it was a field library and in terms of the method of qualitative research, it was the Glazerian method. The research population comprised 18 academic and executive experts of the Premier Football League of Iran. The sampling method was targeted and available.

Results: Based on the results of the qualitative data analysis from the interview, the experience of the team brand in the Iran Football League in the form of 4 dimensions, including the role of the club (4 concepts), the image of the team brand (2 concepts), The role of sports officials (2 concepts) and maintaining the team brand (2 concepts) is also the experience of the sponsor brand in Iran Football League has 4 dimensions, introduction of the sponsor brand (2 concepts), organization of the sponsor brand (3 concepts), promotion of the sponsor brand (5 concepts) and sponsoring brand institutionalization (2 concepts).

Conclusion: It is recommended that clubs improve the values they provide to their fans by offering seasonal discounts, enhancing communication with players, increasing media relations, and other similar measures that demonstrate their values.
کلیدواژه‌ها
Team Brand Experience؛ Sponsor Brand Experience؛ Iranian Premier League؛ Competitive Advantage
مراجع
  • Abdolmaleki, H., Mirzadeh, Z., & Alidoust, E. (2016). Investigating the role of marketing mix on sales behavior of sport management professors. Research in Sport Education, 4 (11): 37-54. (In Persian).
  • ASL Roosta H, Naami A, Hajipoor A, Sardari A. (2022). Provide a brand affiliation model based on brand experience with customers of shopping malls and malls. Quarterly of Financial Economics. 16(4): 355-375. (In Persian).
  • Biscaia, R., Correia, A., Ross, S., Rosado, A. and Marôco, J. (2013), “Sport sponsorship: the relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions”, Journal of Sport Management, 27(4). 288-302.
  • Blank, A., J, Koenigesteror and H, Baumgartner. (2018). Sport team personality: It’s not all about winning. Sport Management Review, 21(4). 114–132.
  • Bozorgzadeh, Z., Farahani, A., ashrafganjouei, F., Safania, A. M., & bagherianfarahabadi, M. (2022). Presenting the development paradigmatic model of Factors affecting brand narcissism in the sports industry... Applied Research in Sport Management, 11(1), 107-119. (In Persian).
  • Breuer, C., Dallmeyer, S., Rumpf, C., & Orlowski, J. (2021). The effect of sponsorship portfolio size on brand choice: an experimental approach. Applied Economics, 53(10), 1200-1211.‏
  • Cornwell, T.B. (2008), “State of the art and science in sponsorship-linked marketing”, Journal of Advertising, 37(3). 41-55.
  • Diehl, S., & Terlutter, R. (2022). Brand worlds: a guide to creating holistic worlds of brand experiences through communication. In Media and Change Management: Creating a Path for New Content Formats, Business Models, Consumer Roles, and Business Responsibility(pp. 169-187). Cham: Springer International Publishing.‏
  • Ebrahimi SA, Bagheri GaraBollagh H. (2018). Analysis of the role brand experience, motivation and customer citizenship behavior on the value co-creation attitude and subjective norms. Quarterly Journal of Brand Management. 5(14): 2-27. (In Persian).
  • Ghasemi, H., & Rasekh, N. (2019). Sensory Marketing and Brand Trust: A Case of Sports Shops Customers. Sport Management Studies, 11(53), 121-138. (In Persian).
  • Husain, R., Paul, J., & Koles, B. (2022). The role of brand experience, brand resonance and brand trust in luxury consumption. Journal of Retailing and Consumer Services, 66, 102895.‏
  • Japutra A, Molinillo S. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research. 9(22): 464-471.
  • Javani, V., & Aghajani, F. (2022). The tendency towards sports brands based on consumption experience among women. Sociology and lifestyle management, 7(18), 1-26. (In Persian).
  • Lin, Y. H. (2015). Innovative brand experience's influence on brand equity and brand satisfaction. Journal of business research, 68(11), 2254-2259.‏
  • Mazraeh Sh, Shaemi Barzoki A, Safari A. (2021). The role of employee expectations and brand promises in forming the employer brand experiences. Management Studies in Development and Evolution. 29(98): 9-38. (In Persian).
  • Mohammadi, S., Abdolmaleki, H., & Ghehremanio, S. (2023). Designing a Co- Branding Model for Sports in Iran. Sport Management Journal, 15(2), and 278-262. (In Persian).
  • Noorizadeh, A., Goodarzi, M., Alidoost Ghahfarokhi, E., & Homayounnia, M. (2017). The Evaluation of the Role of Sponsorship (Advertising on Shirts) on theAttitudes of Fans of Iran Football Premier League Popular Teams. Sport Physiology & Management Investigations, 9(2), 9-20. (In Persian).
  • Phiri, T., & Chakauya, L. (2023). The Influence of a Sports Event Sponsorship on Brand Image and Brand Preference. Global Scientific Journal (GSJ), 11(4), 32-49.
  • Pirjamadi, S., Mahmoudi, A., Hemati Afif, A., & Dezhahang, M. (2022). Modeling Brand Heritage and Nostalgic Experience on the Love and Brand Preference Sport Products. Journal of Strategic Management Studies, 13(52), 172-159. 
  • Richelieu, A. (2021). From sport to ‘sportainment’: The art of creating an added-value brand experience for fans. Journal of Brand Strategy, 9(4), 408-422.‏
  • Su, Y., Du, J., Biscaia, R., & Inoue, Y. (2022). We are in this together: Sport brand involvement and fans’ well-being. European Sport Management Quarterly, 22(1), 92-119.‏
  • Wang, M and Y, Tang. (2017). Examining the antecedents of sport team brand equity: Adual-[50TD $DIF] identification perspective. Sport Management Review, 17(9): 222-247.
  • Yu X, Yuan C, Kim J, Wang S. (2021). A new form of brand experience in online social networks: An empirical analysis. Journal of Business Research. 13(7) 426-435.
  • Zare Abandansari, M., & Azizian Kohan, N. (2023). The Private Companies, and Sponsorship Motivation: A Case Study in Persian Gulf Premier League. Sports Business Journal, 3(3), 29-44.
  • Jararnezhadgero, A., Arij, A., Hasanzadeh, N., & Rahimi, A. (2023). Studying the Methods of Using the Donors’ Capacity in the Development of Sports Infrastructure in Ardabil Province in Iran. Research in Sport Management and Marketing, 4(2), 53-66. doi: 10.22098/rsmm.2023.12299.1198
آمار
تعداد مشاهده مقاله: 88
تعداد دریافت فایل اصل مقاله: 36


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب